Emotional part of rebranding is a returning to the traditional and worldwide unified design concept. Through the changes the targeted audience, young people from 24 to 40 years old, should have better recognized the brand. The major brand colors are red, white and black. The one that prevails and molds the brand character is red, but any of three main colors may become background. This is the basis of color-coding: white background — a traditional recipe meal of white meat, black background — meals of dark meat, red background — season meal, new flavor. One more powerful brand identity code — red-white stripes used on every package and in communications. And also there is a special set of «additional» colors that is used for color-coding of the breakfast product line and sauces.

The created guide books include not only the major identity elements but many rules and recomendations on style usage. They cover the interior design, packages and digital channels. Some separate recommendations are developed to show the product line on posters and in advertising messages. Special rules also exist for outdoor advertising.

CEO - Alexey Andreev
Art director - Nikita Ivanov
Designer - Nikita Ivanov
Photographer - Sergey Prekrasnov
Project manager - Irina Zavtoni
PR - Daria Vedernikova